Rocco Liu to Lead Vogue China

Rocco Liu has officially been named the new editorial director of Vogue China, Condé Nast confirmed. Liu takes over the position from Margaret Zhang, who exited the publication in March after a contentious three-year tenure.

Starring at Condé Nast China in 2009, Liu’s rise through the ranks has been noteworthy. From starting as an editor to social media director at GQ China, his expertise in digital trends became evident. By 2021, he had stepped up as the editorial director after serving in an interim capacity.

Liu’s achievements are significant, with accolades for the success of GQ Lab—an innovative digital sub-brand launched on WeChat that later expanded to platforms such as Xiaohongshu and Bilibili. Liu, a former English teacher, is touted for his digital acumen, a key factor in his rise to prominence.

Anna Wintour, global chief content officer at Condé Nast, praised Liu: “Rocco’s instincts for storytelling across new platforms and his flair for creating buzzworthy events show his creativity and ambition. His impact at GQ speaks volumes of his potential with Vogue China.”

The appointment aims to stabilize the magazine after Zhang’s polarizing leadership. The Australian-born influencer drew mixed reactions during her tenure. Critics felt she lacked nuanced understanding of the Chinese market, while supporters valued her fresh perspective.

Liu, holding a bachelor’s degree in English language and literature translation, will be the first male to helm Vogue China. Known in local circles as Liu Chong, he is set to influence the brand’s future across all platforms and events. Condé Nast has expressed confidence that Liu’s established presence in the Beijing office will steer Vogue China toward steady growth.

The search for Liu’s successor at GQ China is already underway.